Adobe Indesign Submission Paula Gรณmez Hernรกndez 2nd BA Fashion Marketing & Communication / Level 5 2019-2020 / CWK1 5FAMK003C Visual and Video Techniques Teacher: Nicolas Godon Word count: 2000
1. ANALYSIS CORPORATE PROFILE MARKET POSITION CURRENT SITUATION COMMUNICATION BACKGROUND THE MESSAGE TARGET OBJECTIVE INSPIRATION WHAT NOT TO DO 2. THE EDITORIAL PHOTOGRAPHER STYLIST MODEL HAIRDRESSER & HAIRSTYLE MAKE-UP ARTIST & MAKEUP SET POST-PRODUCTION EDITORIAL PREVIEW 3. LOOKBOOK 4. MINISITE
CORPORATE PROFILE
FOUNDER AND CREATIVE DIRECTOR OF SANDRO WOMEN
From her childhood in Morocco, Évelyne Chétrite remembers the strong colours that contrast with the ochre earth of the villages and the white caftanes that her mother wore, simple and elegant. She also remembers the piles of shirts, impeccably worked by her grandfather’s hands in his boutique in Rabat. It is in this same place that his passion for fashion was born. His move to Paris as a teenager was a first approach to fashion and his vocation comes to life on the streets of Paris. Despite being a law student, her fashion spirit is sharpened by working weekends in vintage boutiques, where she makes a circle of loyal buyers who appreciate her selections. Meeting Didier Chétrite was the decisive impulse to finally settle down as a stylist. Together, this couple embarked on Sandro’s adventure in 1984 and the first boutique was set up in rue Vieille du Temple, in the heart of Le Marais. The success was immediate. La Maison is now just a few steps away, in a particular building on rue de Turenne. Her vision of femininity is the basis of creation, emphasizing her preferred field of expression, the masculine-feminine, and whispering into the ear those who wear an undeniably Parisian style. Évelyne imagines a wardrobe that wears, without ambiguity, that urban girl who cultivates discretion only to be more visible.
CREATIVE DIRECTOR OF SANDRO MEN
Ilan ChÊtrite, son of the founders of the Parisian firm, is pleased to describe the brand as a brother. His studies in Economics have allowed him to join the family Maison to play a role in its expansion. Under the apparent role of a businessman, Ilan hides a long-neglected creator. His steps are geared towards the workshop and, in this way, he launches Sandro Hombre in 2008, making known his vision of men’s fashion. Ilan is a rational dreamer, a duality that characterizes him and marks his proposal each season. The man portrayed by the Maison is a maverick, elegant above all. The wardrobe is composed of tight suits cut with maximum precision, modernized ribbons, long coats slightly oversize and visual garments. Each season, this set calibrated to the millimetre gives it its characteristic classy style. Today, Ilan perpetuates the style of this family firm through the collections it presents at the Paris Fashion Week, each one inscribed in a very personal universe that it likes to reinvent each season.
MARKET POSITION
Sandro is a French contemporary brand established in Paris in 1984, offering menswear and womenswear. It belongs to the group SMCP (Sandro, Maje & Claudie Pierlot.). Nevertheless, LVMH (Louis Vuitton MoĂŤt Hennessy) bough a controlling stake of the brand in 2010. The brand operates in 39 countries (including partners) with 646 points of sale and a profit of â‚Ź409M from sales. The group does not offer individual report of each brand however it is claimed that Sandro has a +6% of sales growth at a constant currency. This growth has make the establishment of 37 physical stores.
CURRENT SITUATION Sandro is a product oriented brand focused on delivering a luxury product on an affordable price for the “high-street” and the “high-end consumer”. The company perceived a gap in the market among luxury brands and mass market and implemented their strategy. The SMCP Group can be considered to belong to the accessible luxury market. Its is one of the fastest-growing luxury companies, due to the creative power, the quick adaptation to the industry and consumer trends and strong expansion plan.
COMMUNICATION BACKGROUND Sandro tries to emphasise their brand values such as French and Chic Style in their communication a creating clean and elegant look with a twist. It can be clearly seen in their campaigns and social platforms. They affordable luxury approach is clearly felt in the message the brand is spreading. On the other hand, the SMCP Group is committed to build an authentic sustainable development strategy to create a diverse organisation while empowering the growth of the brand world-wide.
THE MESSAGE
Sandro as mentioned before is a brand that focuses on a luxury style more accessible to the public and therefore the message is to show a clean, classic and minimalist image with style and class.
TARGET Sandro's target consumers range from 20 to about 45 years old.
Obviously there are always exceptional cases where this is not met either above or below, an example could be an 18 year old girl carrying a handbag, as it is a luxury brand not as expensive as others.
The clientele is focused on young women and men with a classic but elegant style with a casual touch.
OBJECTIVE
Creating a collection where young women can feel powerful, classic and stylish. This collection aims to reach more people and new audiences. Also wants to express a more free personality and empowerment of the women.
INSPI
RATION
WHAT NOT
TO DO
THE EDITORIAL
PHOTOGRAPHER
ANDREW STINSON IS A PHOTOGRAPHER BASED IN NEW YORK CITY. Represented by John Shegda at SEE Management
ANDREW STINSON
HAIRDRESSER & HAIRSTYLES
Clara is based in New York City. She works with fashion brands, magazines, celebrities, on set for music videos, photo shoots, commercials, and backstage at fashion week in New York, London, Milan, and Paris.
CLARA LEONARD
MODEL
HAIR: BROWN EYES: GREEN HEIGHT: 5’ 10’’ BUST: 33’’ WAIST: 23’’ HIPS: 35’’ SHOES(US): 7
MARTE MEI VAN HAASTER
MAKE-UP ARTIST & MAKEUP
MAKEUP ARTIST BASED NEW YORK REPRESENTED BY L’ATELIER
DEANNA MELLUSO
SET
CHAIRS VINATGE SOFAS TABLES BLANKETS FABRICS
MINIMAL STUDIO
POST-PRODUCTION
COLORS: - ORANGE - BROWN - LIGHT PINK
WARM COLOURS & VINTAGE FILTERS
EDITORIAL PREVIEW
THE LOOKBOOK
THE MINISITE https://wordpress.com/home/sandroparis.fashion.blog
ISSUU
https://issuu.com/paula.gomezhernandez/docs/pruebain
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